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    Metrics

    Bounce Rate

    The percentage of sent emails that were not delivered for any reason.

    Bounce rate = (bounces / total sends) × 100. Industry average is around 0.5%. A bounce rate above 2% is a serious warning sign that your list needs cleaning. Above 5% and most inbox providers will start sending all your mail to spam.

    Related terms

    Hard Bounce

    A permanent delivery failure — the address does not exist or the domain is invalid.

    Soft Bounce

    A temporary delivery failure — the inbox is full, the server is down, or the message is too large.

    Open Rate

    The percentage of delivered emails that were opened by the recipient.

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